Business Plan Aybike eltikiolu Ece etinkaya Mine Gzel

Business Plan Aybike Çeltikçioğlu Ece Çetinkaya Mine Güzel Seray Usta Özgü Yıldırım Gökçe İliklier

Our Team Members

Network Diagram

Company Overview �Introduction �Mission Statement �Market and Products Main Products �Objectives

Company Overview � Start-up company in the form of a corporation � A walk-up, vending machine type fast food restaurant located in Istiklal Avenue in Taksim, Istanbul. � Food sold through machines & customers just need to insert their money into the slots to receive hot and fresh food instantly � Wide range of fast food such as hamburgers to traditional Turkish dishes � Moderate quality, reasonable price, convenient location, small portions (snacks)

https: //www. youtube. com/watch? v=7 ho. Vdnsi 2 dg

Mission Statement � Bi’Lokma's mission is to bring together a variety of fast food dishes combined with the best selections from the Turkish cuisine for those who seek quality, affordability and convenience and to offer an innovative and even faster way of eating, creating the ultimate unique eating experience.

Market and Products �Innovative system Offers instant access to food without having to wait for it to be prepared �Target Market Men & women between the ages 15 -40 Business people / Students / Tourists Middle & Upper-middle income level Living in urban areas Have shortage of time

Main Products � Hamburger � Cheeseburger � Chicken Burger � Fries � Hotdog � Sandwiches � Chicken Wings � Wraps � Nuggets � Döner Wrap � Çiğ Börek � Kibbeh � Croquets � Pizza (Slice)

Boundaries The concept of the stores � Self-service not suitable for people looking for a restaurant type service � Only one bar not suitable for people who want to spend long hours

Objectives � Expand within Turkey (other locations in Istanbul, Ankara, Izmir & Antalya) � Especially to locations near offices � After the first 2 -3 stores franchise � Exit strategy Sell to a larger company

Service Description �Introduction �Description �Market Comparison

Product and Service Description � People try to catch up fast passed life � Tendency towards fast food industry has increased � Bi’Lokma meets with people needs and wants by its well-organized system

Description � Vending machine type fast food restaurant � Appeals customers from young to old like snacks, employees and students , the ones prefer street foods � Offers hot and instant snacks, such as; hamburgers, fries, chicken wings, croquets… � Serves customers by their act of inserting coins

Description cont’ How the process works? 1. Customers choose their snacks from the automat. 2. They insert coins into the machine slots of the snack that they want. 3. If they desire, they can make the combination of snacks as menu, buy beverages and desserts from counter too. 4. Enjoy their freshly cooked delights in minutes.

Description cont’ The system is little bit different in terms of operating; o o o There are 3 cooks (shift-working) behind the machine, but they cannot be seen by customers They are responsible with the sustainability of the system A new snack, takes the purchased one place immediately Bi’Lokma differs itself; o o by having a wide-range of instant snacks from International cuisine to Turkish cuisine includes traditional foods such as kibbeh and çiğ börek with the feature of providing snacks in minutes Customers can combine snacks as a menu, buy desserts and beverages from counter too

Market Comparison “In 2013 fast food witnessed good current value growth, demonstrating the second most dynamic performance in current value terms in consumer foodservice in Turkey. ” (Euro. Monitor International) Advantages of Bi’Lokma; o Individuals tendency and accessibility to fast food service o increasing trends o changing life-styles

Market Comparison cont’ � Many competitors, but major ones are the most popular fast food chains such as; Burger King, Arby’s and Popeyes � Also local brands such as; Bay Döner, Simit Sarayı and Etiler Marmaris which are located in Taksim/İstanbul � Bi’Lokma can compete with these restaurants with its wide range&size of snacks, fast service and unique technological system

Industry and Marketplace Analysis � Industry Analysis Why Bi’Lokma will be succesful in Turkey? What are the potential concerns and challenges in Turkey? � Marketplace Analysis Turkish Fast Food Market � Customer Analysis � Competitor Analysis

Industry Analysis Why Bi’Lokma will be succesful in Turkey? � New type of fast food style (using vending machine) and time saving (faster than other chains) � Fast food has good current value growth (%15) in Turkey. � Prices are cheaper than other fast food chains. � Choose the right location. � Economic and political stability is expected to get a better shape.

Industry Analysis cont’ What are the potential concerns and challenges in Turkey? � High competition in fast food chains. Unique, innovative, reasonable prices � People may not adapt the vending machines. In the first one or two weeks, we will assist the customers � Turkish customers started to spend their leisure time in shopping malls. İstiklal Avenue is always a popular and crowded street

Marketplace Analysis Turkish Fast Food Market: � Destinations for craving for Fast Food &Quick bite � Increasing demand for western-style fast food outlets � Cheap & moderate quality � Families with children, singles and young couples � Crowded areas such as popular streets � Medium income level city people � Changing Life habits � Fast life & Late Night Life (eating after parties) � White-collar workers in offices who needs to be quick

Customer Analysis Turkish Fast Food Industry: � Targets children, young population and people who work and do not have too much time for a long lunch or dinner. � Turkish people want to get their delicious meal with the possible cheapest price. � Having a tendency to eliminate unnecessary time of meal preparation and spend less time on lunch.

� Students who are representing the young population in Turkey � Business people who are suffering from lack of time for lunch � People who enjoy late nightlife in İstanbul and prefer to eat something late at night � Tourists in İstanbul (İstiklal Avenue)

Competitor Analysis Direct Competitor � Big fast food chains Burger King, Arby’s, Popeyes (TAB Gıda – Highest market share) � Local brands Bay Döner, Etiler Marmaris, Simit Sarayı, Kızılkayalar Indirect Competitor � Vending Machines, buffets, street food Competitive Advantage of Bi’Lokma � Unique Operating System; Vending Machines

Marketing Strategy � Target Market Strategy � Product/ Service Strategy � Pricing Strategy � Distribution Strategy � Advertising and Promotion Strategy � Sales Strategy

Target Market Strategy � Customers who have limited amount of time for eating in any period of the day � 15 -40 years old men and women, students or busy working people � Tourists � People who wants to have a snack at night � Middle and upper-middle income

Product/Service Strategy � Main focus is time � Differantiation - giving faster service � Instant availability and fast service � Also hygienic � Different choices for different types of customers, also drinks and desserts � Weakness is the lack of change in our products, standardization � Only a bar for eating in Bi. Lokma, but we aimed the customers who prefer to buy take-away foods.

Pricing Strategy � Low-price strategy � Lowest prices among big competitors � But not too low, quality issues � There is only a bar, we have to set lower prices to attract fast- food restaurant customers � Target middle and upper-middle class customers, who give importance to price and at the same time prefer hot snacks instead of junk foods

Distribution Strategy � Intensive distribution which means marking the product available for sale through all possible channels of distribution � Agreements with different suppliers and ingredients will come to the storage by suppliers � Well-known, local suppliers like Pınar and Sütaş � Products will preapare instantly by an employee and put to the automat for easily taken by customers

Advertising and Promotion Strategy � Social media � Twitter – WOM- funny and interesting campaign #bilokmayeter, #bilokmamutluluk � New and unique experience for customers � Focus cheap prices and fast service in advertisings � Facebook and Instagram accounts � Bilboards in main places of İstanbul � Instagram, Vine fenomens � No TV or other printed media

Sales Strategy � Store selling � No online selling or other channels � Application and website to inform people about our products and prices � The main issue in vending machine type restaurant is people will do buying by themselves � Just hire one sales person who work in counter

Marketing and Sales Forecast We are expecting a 10% increase in sales revenues annually over the next 5 years. � 2015 – 571, 500. 00 TL � 2016 – 628, 650. 00 TL � 2017 – 691, 515. 00 TL � 2018 - 760, 666. 50 TL � 2019 – 836, 733. 15 TL

Price List Products Price Products Price Hamburger 5. 5 TL Crispy Chicken 4. 25 TL Cheese burger 5. 75 TL Crocket 3. 5 TL Chicken burger 5 TL Kibbeh 4 TL Döner wraps 5. 5 TL Çiğ Börek 3. 5 TL Chicken wrap 4. 5 TL Hotdog (Mini) 3. 5 TL Fries 3. 5 TL Sandwich Veggie 3. 25 TL Nuggets (2 pcs) 3. 25 TL Slices of pizza 3. 75 TL Chicken wings 4. 25 TL Cheese souffle 3 TL

Marketing and Sales Forecast � The following table shows expected Sales Forecast for the next 5 years: SALES FORECAST (first year) Sales # of units sold/day Vending Machine Sales 250 Counter Sales 150 Total Sales 400 Avr. Unit Daily sales Monthly (TL) Yearly (TL) price (TL) 4. 1, 100. 0 33, 000. 0 396, 000. 40 0 0 00 487. 14, 625. 0 175, 500. 3. 25 50 0 00 1, 587. 5 47, 625. 0 571, 500. 0 0 00 ANNUAL SALES VOLUME FORECAST Vending Sales Counter Sales Total Sales Volume 2015 2016 2017 2018 2019 250 150 400 275 165 440 303 182 484 333 200 532 366 220 586

Forecasts Annual Sales Volume Forecast 700 586 600 532 484 500 440 Sales Volume 400 366 400 333 300 200 250 150 Counter Sales 275 165 Total Sales Volume 182 200 220 100 0 2015 2016 Vending Sales 2017 2018 2019

Forecasts ANNUAL REVENUE FORECAST (TL) Annual Sales Forecast 2015 2016 2017 2018 2019 Vending Machine Sales 396, 435, 60 479, 16 527, 07 000. 00 6. 00 579, 7 83. 60 Counter Sales 175, 193, 05 212, 35 233, 59 500. 00 5. 00 0. 50 256, 9 49. 55 TOTAL SALES 571, 628, 65 691, 51 760, 66 500. 00 5. 00 6. 50 836, 7 33. 15

Operations � Operations Overview � Operating Strategy � Scope of Operations

Operations Overview � Run the business very similar to other fast food restaurants services Delivers value by offering instant snacks for low cost in less time through our automat system Operation process includes procurement of supplies, small based restaurant production, managing products and services and sustaining the continuous process of hot snacks. Comparative advantages; service differentiation and best-on- time performance

Operations Strategy Fulfills our marketing strategy by using operations; o o We provide value for customers by our well-managed automat system, cooked delicious products and continuous and fast service We win in the marketplace on the dimensions of cost which is considerably low towards our competitors, wide range of products, and fast service which is less time consuming.

Scope of Operations Our operations can be described under the scope of fast food service Bi’Lokma makes production by using ingredients which are supplied from well-known suppliers and sells them to customers � To systemize the service of automat and counter; We hire three talented and dexterous cooks who will work behind the machine and One counterman who will work in the counter

Development Timeline 1 June 2015 – 22 June 2015 Begin and complete legal work to establish corporation 15 June 2015 – 22 June 2015 Find store in Taksim/Istanbul 25 June 2015 – 27 July 2015 Purchase necessary equipment & furnish store 28 July 2015 – 3 August 2015 Decide on where to acquire the food & purchase necessary food & materials 3 August 2015 – 17 August 2015 Hire three cooks and one counterman 3 August 2015 Start marketing activities 24 August 2015 Opening date

Management � Management Team � Company Organization

Management Team �CEO – Ece Çetinkaya �CMO- Gökçe İliklier, Özgü Yıldırım �CFO – Aybike Çeltikçioğlu �COO - Seray Usta, Mine Güzel

Organizational Chart CEO Ece Çetinkaya CFO CMO COO Aybike Çeltikcioğlu Özgü Yıldırım Gökçe İliklier Seray Usta Mine Güzel

Company Organization �Start-up Company �Functional Structure �Corporation �No hierarchy � 6 share-holders �Investors (151, 000 TL) �Profits equally divided

Summary of Financials � Financial Plans – Yearly Projections Income Statement Balance Sheet Cash Flow Statement Start-up Costs � Break-Even Analysis � Goal Seek

Financial Plan

Break-Even Analysis

Goal Seek

Net Present Value

Thank you for listening…